He said what we've known as a typical newscast has become displaced by what he called "social cast," including forums such as Facebook, Linkedin, blogs and the like.

Marcelo said social casts include three elements. They are:

A symbiosis of new media and the old mechanics of trust-building.

Fan culture. The example he used was Star Trek, which was only on the air for two and a half years but still today has tremendous cult-like following. Now's your chance to become a fan of HMA Public Relations.

Remix culture. His example for this was how mainstream media, such as recognized news organizations including network television, have accepted going to U-Tube for "legitimate" news content. Who would have ever thought that would happen?

The "cascade of opinion" has also become prominent. The recent U-Tube video of Susan Boyle's stunning performance on an English "Star Search" type show has spurred the latest version, which will likely prompt many "me-too" type postings in the near future.

There was one more example of how society is changing from "opinion leaders" to "opinion environments." The New York Times used to identify itself as "All the news that's fit to print." Today on www.nyt.com, you'll find "Where the conversation begins."

We’ve been creating in-depth, personally crafted campaigns to reach benchmarked milestones and goals since 1980. While the tools of our trade have evolved over the years, our strategies remain unwavering.